Strategic Communications and Marketing 7/20/2016

S C H O O L D I S T R I C T M A R K E T I N G C O M M U N I C AT I O N S 9 0 D AY P L A N

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EXPERIENCE & HISTORY

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STRATEGIC COMMUNICATIONS AND MARKETING PROFESSIONAL Over 15+ years experience in crafting effective marketing strategies and directing teams in the following areas: campaign development, strategic planning, digital marketing, multicultural marketing, integrated marketing, consumer marketing and activation, public relations, graphic design, product management, branding, media planning, sponsorships, crisis management, and social media. PROFESSIONAL HISTORY •Communications Specialist III DeKalb County School District, 2013 to Present •VP of Marketing/PR Consultant Asylum/Mizay/Warner Bros. Records - 2009 to 2012 •Director of Consumer Marketing/Consultant Gospel Music Channel/GMC/ -2007 to 2008 •Director of Strategic Marketing Island Def Jam Music Group - 2002 to 2007 •Marketing Coordinator LaFace Records - 1998 to 2000 •Marketing & PR Coordinator - Universal Music Group - 1996 to 1998

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•My Brother’s Keeper Summit •GSPRA (Georgia School Public Relations Association) •Morehouse College Mistress of Ceremonies •GRAMMYS Atlanta Chapter •The Dream Foundation •Preset Ent./Homeless Mission •Make-A-Wish Foundation •NSPRA (National School Public Relations Association)

•Yr. 1996 - Fairleigh Dickinson University •Bachelor of Arts: Communications (Public Relations track) •Teaneck, NJ, USA •Graduated Cum Laude • Yr. 2014 - Emory University •Professional Certification: Social Media Marketing •Atlanta, GA, USA

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AFFILIATIONS & EDUCATION

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ACCOMPLISHMENTS Marketing leader contributing to a total of 30+ million music albums and singles sold. Negotiated and solidified multi-million dollar partnerships between prominent global brands, and recording artists generating $20M+ in revenue. Generated over $100K for displaced Hurricane Katrina victims for The Ludacris Foundation and forged partnership with Runaway Switchboard and Greyhound Bus for at-risk youth. Directed President Barack Obama initiative, My Brother's Keeper (MBK DeKalb) event, securing 800+ students and 200 families, which led to Board of Education adopted resolution. Awarded GSPRA (Georgia School Public Relations Association) Silver Awards of Merit for contributions to Social Media Strategy and the Style Standards Handbook.

Awarded two Aurora Gold Awards for Producer of DeKalb County School District's "The Bridge" PDS-TV24 program: Entertainment /Documentary: Music Variety and Instructional/Educational Support. Created voting awareness campaign to inspire the Hip Hop community to vote – voteinthehood.org.

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WHY ME? I’ve supported the Director of Communications for the past three years with creating and implementing the communications strategy. For 1.5 years, we had a two-person team who managed 135 schools and 14k employees. We increased awareness of all communications channels on a limited budget by 25%.

I have 15+ years experience influencing and marketing to youth culture and their parents, contributing to the sale of over 30 million albums in my career.

I’ve created solid relationships with all stakeholders, and have built a strong reputation for being a problem solver; analytical thinker; and someone who can lead, influence, and serve.

I have the education in communications, marketing, and public relations with up-to-date training in school PR and communications.

I have a proven track record and can be trusted to lead. PK

A SCHOOL DISTRICT OF EXCELLENCE

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Your school system is on the rise. It’s unique, and complex, and has the ability to be a national leader in educational excellence. Part of that pathway to success includes increasing awareness of internal and external communications and ensuring that it is a top priority. While your school system is a diverse district, all of its audiences have one thing in common: its key stakeholders are requesting clear, concise messaging and communication that is consistent, reliable, and transparent. With effective communication strategies, you can expect increased student achievement and performance; healthy employee morale; and greater performance.

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KNOW YOUR POSITION

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Preliminary Activities Meet with the Chief Communications Officer

• Prioritize what is expected of me within a specified timeframe • Discuss strategic plan and departmental goals • Understand new structure of the Communications Department, responsibilities, and develop initial plan of action

Meet with Director of News & Information, TV Station Manager, and Visual Communications Manager on goals and last year’s return of investment analysis

Review past revenue goals and budget allotted for department

Create and study market focus & S.W.O.T analysis

Review internal and external communication’s plans and research communications plans in the market that work. Review internal and external marketing collateral

Identify missed opportunities to communicate with audiences

Understand 90-day opportunities already in pipeline

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30 Day Activities

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Craft an effective schoolhouse communication plan template, so that all schools are empowered to handle schoolhouse communications.

Meet with regional superintendents /coordinators and Family Engagement team to conduct intelligence on their unique audiences. Ask the questions: Who are we serving? Are the needs the same in north and south regions?

Meet with internal departments on key initiatives and messaging for the year. Craft internal communication spreadsheets including timeline, channels, audience, and measurables for social media messaging.

Meet with team/specialists on expectations, processes, timelines, budgeting and best practices for effective marketing and promotions. Designate time for marketing meetings.

Direct Online Manager on content marketing and web revamp. Direct Visual team on new themes and strategy.

Determine channels based on research and direct specialists on marketing collateral revision including print and digital toolkit for principals.

Begin revision of internal and external communications strategies and promotional plans.

Review key performance indicators and past research methods. Prep for new surveys for beginning and end of the school year.

Identify the Brand

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30 Day Activities continued

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Provide any strategic plan updates.

Identify external partners (government, chamber, entertainment industry, tastemakers, business and religious leaders) on cross-promotion opportunities. Plan State of the District lunch.

Build community databases and key contacts for future digital communications such as e-blasts.

Attend any professional development/webinars/training pertaining to marketing communications and public schools. Share with team educational opportunities.

Review key communication issues in the OSD community. Survey schools.

Understand expectations of Region Five Pilot Central Registration program.

Capture data from Back to School activities – registration @ McNair, Pep Rally attendance, school supply donations including social media data, mobile app downloads for first day of school, co-branded schools and additional asset requests.

Research new communications tools being utilized in the public school system – Remind, School Messenger, translation options, newsletters, magazines, and blogs.

Receive training from Information Technology department on Mobile app. Revise digital media strategy. PK

60 Day Activities

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Continue to revise internal and external communication strategies and promotional plans.

Survey principals at the Administrator’s Academy on Communication concerns, needs, strengths, and weaknesses.

Direct team on toolkit distribution-design, print, digital, and delivery.

Confirm pilot programs for schoolhouse communication’s plans and social media training.

Select Communications Committee to discuss ongoing concerns such as social media guidelines, and training in schools.

Select family and student focus groups re: communication channel preferences and/or provide a digital media survey on preferences (robo calls, text, email, mobile app, website, TV news, print news).

Draft survey to gain intelligence on internal communications - concerns and channel preferences – newsletter, Employee Portal, Outlook 365 chatting and groups.

Review school websites for content, co-branding, broken links, and What’s New? @ yourschool.

Produce major TV Campaign including some outdoor and digital media to support attendance and family engagement

Research, Listen, Engage

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60 Day Activities continued Select key programs, initiatives, and events to be measured for return of analysis:

Tech Fair Crisis (fire, weather, school closing) Parent Involvement Conference Superintendent Listening Tours BOE Meetings My Brother’s Keeper PRIDE/Job Fairs

Assess Employee Portal stats and improvement measures.

Meet with Human Capital Management on possible social media channels to promote job fairs, discuss new job opportunities, employee tips, etc.

Craft timeline/project management spreadsheet and social media/content calendars to ensure efficient and effective communications.

Discuss producing a video on How We Communicate including interviews and tutorials. Capture YouTube views.

Evaluate effective social media promotions and campaigns: Tuesday Teacher & What’s New Wednesday, Facebook Live, Periscope.

Produce an Up-close of school district employees, teachers, and students to highlight dynamic leaders.

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90 Day Activities Meet with Chief Communications Officer and provide updates on plan results; actual vs. plan. Discuss any changes to strategy and structure.

Review marketing spends and forecast.

Establish relationships with print shops and possible partnership for quarterly magazine.

Provide continuous training and support for administrators in effective communication with staff and the public.

Work with media planner on outdoor, print, and digital advertising including target market and penetration.

Maximize cross promotion with school social media sites and websites. Plan to celebrate schools deeply engaged on social media and the app.

Continue leadership modeling, mentoring, and training with communications specialists.

Continue relationship building with internal and external stakeholders and fine tuning audience profiles. PK

Recap

Get full understanding of new department structure, responsibilities, and strategic plan.

Revisit target audiences and channels and confirm they are the most effective.

Review key programs and messaging to be shared on all channels – vision, mission, motto, theme, and Superintendent’s key initiatives (STEM, MBK).

Provide processes for internal staff to share communication and schoolhouses with a communication plan template in order to simplify workflow.

Confirm communication department’s focus and if the priority will be awareness, training, and/or branding.

Revise current strategy along with timelines with checks and balances.

Determine the measurables up front and capture data so that each promotion is evaluated and updated in the strategic plan.

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Thank you for your time and consideration.

This plan was written by PORTIA KIRKLAND